Abstract

This case is about SpiceJet’s ‘Color the Skies’ discount sale offer. SpiceJet was the second largest passenger carrier in India as of March 2014. However, the airline landed in financial trouble in 2014 which led to cancellation of many of its scheduled flights in December 2014. To regain its market share, the airline launched a series of flash sales in 2014 and 2015. One such offer was ‘Çolor the Skies’, launched on the auspicious occasion of Holi. The case discusses the reasons behind the launch of the offer, the highlights of the offer, and whether it was successful in attracting customers. The case concludes by discussing whether flash sales would prove sustainable for SpiceJet in the long run and help it in reviving its market share.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand the importance of competitive pricing at SpiceJet.
• Study the various discount sale offers launched by SpiceJet to attract customers.
• Analyze the pros and cons of flash sales in the aviation industry

Keywords

SpiceJet,‘Color the Skies’ Campaign,Discount sale offer,Competitive pricing,Flash sales,Aviation industry,The signature promotional offer,Low-cost airlines